Post on 14-Dec-2014
description
Alpha Hydrox
Social IMC Strategic
Plan
The Team
Ruthie Fischer
Jay Hover
Nikki Ilchert
Betsey Siska
Johanna Soyars
Agenda• Overview
• Target Markets
• Market Size & Value
• Competitive Analysis
• Social EKG
• Think Social
• Plan Social
• Go Social
• Budget
• ROMI
• Summary
• Appendix
OVERVIEW
The Goal
The Product“Alpha Hydrox alpha hydroxy anti-wrinkle skin creams, lotions, oil-free formulas and body washes help to prevent and reduce the appearance of fine lines, wrinkles and creases. They also even skin’s tone and unclog pores, helping to banish acne and problem-prone skin. At a fraction of the cost of discount and department store brands that aren’t even close to being as effective, Alpha Hydrox will help your skin look & feel younger, fresher, smoother, softer, clearer, more radiant and healthier.”
The goal of our team is to present a carefully designed Social IMC Strategic Plan for Alpha Hydrox that focuses on leveraging Alpha Hydrox’s competitive advantages to the highest value markets in order to maximize the return on marketing investment.
TARGET MARKETSIdentifying high value markets
Types of Markets Considered
PASSION MAREKTSFocusing on existing Passion Communities• Passion communities consist of people with
strong feelings toward a specific topic.
TRIGGER MARKETSFocusing on existing Trigger Communities• Trigger communities are formed by those
who experience a specific life event that move a them to action.
There are 2 types of forces that create social communities:
Passion Markets Considered
Beauty Obsessives
MARKET SIZE
4,250,200
Source: infoUSA.com
Passion Markets Considered
ConsciousCleansers
MARKET SIZE
14,021,000
Source: infoUSA.com
Passion Markets Considered
ExpertExfoliators
MARKET SIZE
9,288,000
Source: infoUSA.com
Trigger Markets Considered
PennyPinchers
MARKET SIZE
6,987,000
Source: infoUSA.com
Trigger Markets Considered
AcceptingAge*Secondary market, full presentation in Appendix
MARKET SIZE
63,601,000
Source: infoUSA.com
Trigger Markets Considered
AcneAffected*Chosen Market
MARKET SIZE
45,291,000
Source: infoUSA.com
Market Size and Value
Primary Market Chosen:ACNE AFFECTED
Total Market Size 45,291,000
On Social 33,062,43
0
OTC Acne Market Outlook
Opportunity for Alpha Hydrox
$2.6 Billion in 2016
3.2% CAGR (2011 to 2016)
$2.2 Billion in 2011
Source: http://www.prweb.com/releases/2011/11/prweb8937404.htm
Market Outlook – Opportunity for Alpha Hydrox
“Companies are expected to increasingly formulate products that are aimed at adults with late-onset or persistent
acne.”
Source: PRWeb/IBISWorld Industry Research, November 2011
COMPETITIVE ANALYSIS
Identifying & defining the competition
Industry Leaders – Market Share
The three top companies in
the acne treatment
market account for
an estimated 66.7% of the
industry –
Approximately $1.5 Billion
Brands: Neutrogena, Clean& Clear
Brand: Proactiv
Brand: Clearasil
The Competition
The Competitio
n
Competitive Analysis
S• Effective-level AHA ingredients• Affordable, good value• AHAs effective at treating and
preventing acne• AHAs gentle on skin• Alpha Hydrox brand
“evangelists”• Strong WOM
W• Misconceptions about the product
type (i.e. treatment v. cleanser)• Misconceptions about AHAs (i.e. “too
harsh”) • Limited retail/distribution channels• Limited social presence• Lower brand recognition
O• Leverage “evangelists”• Make use of WOM to increase social
visibility• Educate to curb misconceptions about
AHAs• The product works very effectively on
acne which can be used to Alpha Hydrox’s advantage
T• Low brand recognition will keep leading
to low sales if not improved• Limited distribution can lead to low
sales• Strong WOM but limited social presence
can drive consumers away• The competition is much more high
profile
Competitive Analysis
S• Brand longevity• Product effectiveness; dramatic results• Expert credibility (developed by two
Stanford-trained dermatologists)• Numerous, high-profile celebrity
endorsements
W• Expensive• Limited availability only through
mail/online order; inconvenient• Not available for purchase in stores• Active ingredient benzoyl peroxide
harsh/irritating for some skin types• Three-step system too high
maintenance for some consumers
O• May expand distribution to other
online retailers and brick and mortar stores
• May create additional product/brand extensions to leverage already high recognition/awareness
T• Equally effective, more affordable
options• Easier availability and
convenience of competitor products
Competitive Analysis
S• Expert (#1 dermatologist recommended)
approval• Known acne treatment products• Strong retail presence• High brand awareness/familiarity• Popular Scandal TV show actress Kerry
Washington - new “creative consultant”
W• Extensive choices among product
options can be confusing for consumers
• Lack of understanding among consumers regarding most suitable active ingredients, i.e. benzoyl peroxide v. salicylic acid
O• Continue to leverage the #1
dermatologist approval for clout
• Use other high profile public figures in campaigns, especially to remind consumers of acne product line
T• Increased competition in
acne category• Too many options may
cause consumers to go with a brand that is more specialized in one area
Competitive Analysis
S• Multiple online distribution
channels• More affordable• Availability in numerous brick
and mortar stores• Advertised as “Visible results at
half the price of Proactiv” on website
W• Generic name• Low brand familiarity• High benzoyl peroxide
concentration harsh for some skin types
O• Further promote as less
expensive alternative to Proactiv, especially because of similar, three-step system
• Advertise wide availability of product as a convenience
T• Lack of visibility, high-profile promotion,
and expert/influencer approval may make consumers wary of trying due to concerns about potential negative effects on skin
• Consumers may seek out more natural and gentler products
Competitive Analysis
S• High brand recognition• Top-selling brand for acne
treatment• Owns teen acne market• Inexpensive• Widely available
W• Focus on teen means less
top of mind for adults• Active ingredients in
product line may be unappealing for some consumers
O• Expand product promotion to
adult markets• Develop product extensions using
more natural ingredients
T• More competition/crowded market• Increased alternative offerings using
organic/green ingredients that are more attractive to consumers
Competitive Analysis
S• Trusted brand/parent company• Affordable• Extensive distribution• Current “See the Real Me”
campaign/contest featuring actress/singer Demi Lovato
W• Heavy emphasis on teen girls
market misses opportunities with adults/men
• Confusion over distinctions among product options/offerings
O• Further reach to new target
markets• More information/education on
differences among product offerings and how consumers can make the right choice for their skin
T• Projected growth in industry for
products treating adult-onset and persistent acne may weaken current brand positioning
What is the conversation around Alpha Hydrox?
What is the conversation around the competition?
What is the conversation around the competition?
What is the conversation around the competition?
Alpha Hydrox v. Competition –Key Differences
• Reliance on benzoyl peroxide or salicylic acid for product effectiveness
• Undesirable ingredients for some consumers, especially among adults, those with sensitive skin, and those looking for alternative options
Competitors
• Offers unique, distinct product benefits no competitor can claim
• Only product with effective-level AHAs that are natural and gentle on skin
• Competitive advantage to leverage
Alpha Hydrox
SOCIAL EKGUnderstanding the Alpha Hydrox social community
What is the conversation around the brand?
Keyword Analysis: Alpha Hydrox
Sentiment Analysis: Alpha Hydrox
Social Analysis: Alpha Hydrox
Where do the conversations take place:
Influencer analysisOverall influencers
Influencer analysisTop bloggers
SOCIAL EKGUnderstanding the broader
social community
What is the conversation around our community?
What are the key topics in our community?
What is the sentiment in our community?
Where do these conversations take place?
Influencer analysisTop bloggers
Influencer analysisTop vloggers
THINK SOCIAL Empowering the community
Empowering Concept:
Given the overarching theme of social exclusion we will empower acne sufferers by inviting them into a online destination* that offers them the missing social and expert support and motivation throughout their treatment journey.
As part of the community, they will be encouraged to tell their story and celebrate their progress.
Life In Your Skin
Empowering Concept:
With a focus on 1) find the right treatments and 2) monitoring and rewarding progress, the site will
empower our target by: Help sufferers realize they are not alone. Offer them the best advice that will allow them to
treat themselves in Make them feel like part of a group by connect them
with others currently in or have been in their position to offer encouragement and motivation to treat themselves.
Use of high profile social figures who have suffered to help to ease the social stigma associated with acne
Life In Your Skin
PLAN SOCIAL Developing an
empowering community
Community Site
Monitor / Reward progress through gamification Skin “Selfie” - users upload pictures to show progress
over time. Other users can comment / like / vote for most progress
shown over time Users keep daily treatment diary that motivates use of
product Incorporate the use of Alpha Hydrox product into
“selfie” to act as enhancer to the process and help users progress further through the site.
Treatments Personalized treatment plans based on checklists that
qualify an individual for a particular treatment. Webinars that discuss causes / treatments
Life In Your Skin
Community Site
Support Site & Monitoring Partner with webMD for content sharing and FAQ Support site connects with real time video to keep
personal and “group” feel Full time monitoring of posts to ensure all dialogue is
positive and reinforces the sense of support and group motivation that the site seeks to foster.
Directory Users can review / recommend products and link to
where to find them FAQ & Truths
Engage users with compelling content about acne and separate fact from fiction
Life In Your Skin
Community Site
Features Profile pages for members Messaging system - for like / votes / comments Ranking / poll elements for product treatment
reviews FAQ section/get the facts Full time support team. Ongoing regulation of
comments and posts is of critical importance to our community to ensure the positive and supportive environment that we wish to nurture.
Single sign on and sharing progress with social networking sites
Life In Your Skin
Multiple entry points
Community & connection
Community mobile app
Progress charts linked to user accounts - monitor both “selfie” element and how they are progressing on treatment plan
Gamification add on allows for photo upload and personalized coaching
Your ProgressDay 7
GO SOCIAL Developing an
empowering community
GOING VIRAL
Long Tail Medium Tail
Short Tail
THE LONG TAIL
• Press release dispatch to key titles targeting• lifestyle / popular culture / health / wellness
• Print Campaign• Full page advertisements in select pillar titles
• Influencers who will be involved in teaser campaign and join together for a launch webinar• Bloggers – Jess Bunty (Vlogger) & Dr. Cynthia
Bailey• Celebrities – Cameron Diaz to feature in launch
webinar
• Point of Sale Activation• 3D aisle display at retail touch points (Walgreens)
QR codes takes consumers directly to registration page
Long T
ail
THE MEDIUM TAIL
• Banner Ads• Alpha Hydrox website and key youth and
parenting online publications and skin care sites
• Facebook Ads• Targeting target market with banner ads for acne
help and support
• Ad Words• Target acne and skincare within content sites
Mediu
m T
ail
THE SHORT TAIL
• Communications to existing Facebook fans
• Twitter messages - leveraging on existing Alpha Hydrox customer base and the followers of collaborating influencers
• Influential bloggers - to act as ambassadors and contributors to community site - linking their own exclusive content.
• Email Blast - Rent of email database for initial teaser blast
• Alpha Hydrox Website - divert traffic to community site
SH
ORT T
AIL
TEST PLAN
Emails Measure the communication
that drives the highest registration rate
Banner Ads Leveraging on existing website, measure communications that
drive highest click through rates.
Twitter – using Alpha Hydrox current
handle to test message strategies and measure click
through rates
Facebook Ads & Posts existing followers –
To test a variety of calls to actions rates of click through
Display – acne bids are much more
reasonable within content sites $1/click and would have access
to more editorial sites which may be more inclined to become members of our
community site
Paid Search – acne bid prices are relatively high at $4-$6/click, but can determine engagement and
conversion for community site and also AOV
Prior to launching in October message testing will be carried out in the Following channels:
SUMMARY TIMELINE
JULY
•Press Release to key media•Paid Search/Display advertising (Testing)•Facebook Advertising (Testing)•Contact with bloggers
AUGUST
•Email testing•Banner Ad testing•Creation and booking of Print Ad campaigns•Ongoing - paid search / Facebook advertising
SEPTEMBER
•Print Campaign Live•Digital campaign live•Blogger Posting•Ongoing - paid search / Facebook advertising•POS campaign•Email Campaign - registration and webinar invitation
OCTOBE
R
•LAUCH WITH WEBINAR
SUMMAY MEDIA PLAN
THE BUDGETPilot and Full Launch
Breakdown
Pilot BudgetPilot (3 months)
Talent $81,125
Technology $125,000
Maintenance $6,800
Media $18,500
Total $231,425
CHANNEL COSTPR $2,000
Email Marketing $1,500.
Facebook $5,000
Paid Search/Display $10,000
SUBTOTAL $18,500
1 Year Plan BudgetFull (1 year)
Talent $448,000
Technology $155,000
Maintenance $27,200
Media $345,215
Total $975,415CHANNEL COSTPrint Advertising $159,565
In Store Promo $20,000
PR $110,000
Email Marketing $10,000
Digital Advertising $5,650
Facebook $15,000
Paid Search/Display $25,000
SUBTOTAL $345,215
ROMIJustifying the Plan & Budget
with forecasted results
The Funnel
Universe Assumptions
Low Mid High Low Mid High
Total Target Market 45,291,000 45,291,000 45,291,000
Total Social Market 33,062,430 33,062,430 33,062,430 73% 73% 73%
Landing Page 66,125 165,312 231,437 0.2% 0.5% 0.7%
Registration Acceptance 16,531 49,594 81,003 25% 30% 35%
Website/Mobile Use 6,612 24,797 48,602 40% 50% 60%
Product Inquiry 3,306 13,638 29,161 50% 55% 60%
The Funnel
Universe Assumptions Value
Low Mid High Low Mid High
First Purchase 1,984 8,865 20,413 60% 65% 70% $89,269 $398,919 $918,573
Best Customer 198 1,152 3,062 10% 13% 15% $198,375$1,152,43
2$3,061,91
2
Total Value$287,643$1,551,3
51$3,980,4
85
Break-Even AnalysisBudget (Full) $975,415.00 Budget (Pilot) $231,425.00 Avg Purchase $45.00 Avg Annual Purchase $1,000.00 Avg Purch + 10% of Annual $145.00
# of Subscribers% of Total
Market NotesB/E Point (Test)
5,143 0.011% Only make first purchase
B/E Point (Test)
1,596 0.004% First purchase + 10% become annual avg purchaser
B/E Point (Full)
21,565 0.048% Only make first purchase
B/E Point (Full)
6,693 0.015% First purchase + 10% become annual avg purchaser
SUMMARY
Summary
•Target the high value Acne Affected market.
•Build the Life In Your Skin community powered by Alpha Hydrox.
•Test different messaging across different channels to find the optimal combinations.
•Generate buzz around the community site and Alpha Hydrox leading up to launch
•Carry out the launch of Life In Your Skin with a viral kickoff.
•Obtain information for a database from the registration information exchange.
•Keep the community engaged well beyond their registration to the Life In Your Skin site.
•Enjoy the Return on Marketing Investment.
Thank You!
Alpha Hydrox
Appendix
TARGET MARKET
Trigger Market Chosen
AcceptingAge
Market Size and Value
Market Chosen:Accepting Age
Total Market Size
63,601,000
On Social 41,340,65
0
Anti-Aging Market Outlook
$191.7 Billion in 2019
7.8% CAGR (2013 to 2019)
$122.3 Billion in 2013
Source: http://www.prweb.com/releases/2011/11/prweb8937404.htm
COMPETITIVE ANALYSIS
Identifying & defining the competition
Competitive Analysis
The Competitio
n
Competitive Analysis
S• Effective-level AHA ingredients• Affordable, good value• Anti-aging benefits• Alpha Hydrox brand
“evangelists”• Strong WOM
W• Misconceptions about the product
type (i.e. treatment v. cleanser)• Misconceptions about AHAs (i.e. “too
harsh”) • Limited retail/distribution channels• Limited social presence• Lower brand recognition
O• Leverage “evangelists”• Make use of WOM to increase social
visibility• Educate to curb misconceptions about
AHAs• The product works very effectively
which can be used to Alpha Hydrox’s advantage
T• Low brand recognition will keep leading
to low sales if not improved• Limited distro can lead to low sales• Strong WOM but limited social presence
can drive consumers away• The competition is much more high
profile
Competitive Analysis
S• Moisturizing, anti-aging benefits• Brand longevity• Big product safety focus• Current twins study promotion keeping
brand visible
W• Dated brand image• “Cold cream” connotation
O• Can use product safety focus on
future campaigns to emphasize corporate responsibility
• Longevity of brand / large product line can nurture consumer from product to product for a lifetime relationship
T• Consumers may not make the
connection between Olay and anti-aging or acne
• “Older” image may drive away younger consumers and millennials
Competitive Analysis
S• Expert (#1 dermatologist recommended)
approval• Known acne treatment products• Strong retail presence• High brand awareness/familiarity• Popular Scandal TV show actress Kerry
Washington - new “creative consultant”
W• Lower awareness of anti-
aging products• Extensive choices among
product options can be confusing for consume
O• Continue to leverage the #1
dermatologist approval for clout
• Use other high profile public figures in campaigns, especially to raise awareness of anti-aging products
T• Anti-aging products may
suffer due to low awareness
• Too many options may cause consumer to go with a brand that is more specialized in one area
Competitive Analysis
S• #1World’s largest cosmetics company,
global presence• Complete line of beauty care products• “Because you’re worth it” high brand
recognition• Commitment to research and
technology• Current “It’s THAT Worth It” sunscreen
PSA
W• Makeup and hair care
products may be more top of mind for consumers versus skincare offerings
• Expensive (many of the anti-aging products are over $20)
O• High R&D budget can lead to new
or high tech product discoveries, which may be first to market
• High brand recognition can lead to ease in entering new markets or launching new products
T• Skin care products may suffer
since consumers associate brand more with makeup
• Expensive cost may cause consumer to go with other similar offerings at lower price tags, or even bargain brands
What is the conversation around Alpha Hydrox?
What is the conversation around the competition?
What is the conversation around the competition?
SOCIAL EKGUnderstanding the social
community
What is the conversation around the brand?
Influencer AnalysisTop Bloggers
Social Mention
AllTop
· Pam, Pammy Blogs Beauty Blog
·Lianne Farbes, The Makeup Girl
·Jackie, Aging Backwards
Influencer AnalysisTop Tweeters
THINK SOCIAL Empowering the community
Problem Faced by the Community
In a culture obsessed with youth and beauty, women strive to embrace aging gracefully and not let the process rattle their self-esteem while still doing what they can to look and feel their personal best.
Problem Faced by the Community● Women face daily messages
online, in magazines, and on TV that they must maintain a youthful appearance.
● Women feel pressure to reverse the aging process as much as possible and are often held to unrealistic and unattainable standards.
● This impacts how women feel about themselves and can lower their confidence.
● A recurring theme in many of these messages is sole emphasis on the external and physical.
Empowering Concept –“My Beautiful Moments”
A focus on living life well in general and getting through life’s challenges with grace cultivates inner beauty, showing up as radiance on a woman’s face and enhancing her physical beauty and skin in the process, no matter her age.
PLAN SOCIAL Developing an
empowering community
The Accepting Age Community Site
• We will create a private virtual community for women facing the aging process to celebrate “Beautiful Moments” and to discuss which products and treatments result in great skin, making them look and feel their personal best.
• The site will focus on the positive aspects of aging, instead of approaching the process with fear or dread.
The Accepting Age Community Site• A key component of the site will
be the “My Beautiful Moments” feature, where community members will be encouraged to share stories (either through video or written postings) of when they felt their most beautiful, especially moments that don’t necessarily equate with a perfect outward appearance.
• Examples might be right after giving birth, crossing the finish line of a marathon, working in the garden, or getting a clean bill of health after a long illness. Members will also be encouraged to recruit others to the site to submit their moments.
The Accepting Age Community Site• Through gamification, community
members will vote for their favorite “beautiful moments” stories. They can also submit before and after photos of the results on their skin from using their favorite products.
• A discussion forum on the site will be devoted to spreading the word and increasing the exposure of organizations that empower young girls and women.
• One example is the Step Up Women’s Network in Chicago, whose mission is to “empower teen girls from under-resourced communities to be confident, college-bound, and career-ready, and propel professional women through connections, collaborations, and continuous development.” (www.suwn.org)
Launch Webinar with Dr. Oz• Dr. Oz is a strong advocate for
the effectiveness of AHAs and lends expert credibility and celebrity profile
• Launch community site with Dr. Oz webinar and live Twitter Q&A to discuss skincare and well-being
• First winner selected by Dr. Oz of “My Beautiful Moments” contest; subsequent monthly winners will be voted on by the members of the community site
• Donation by Alpha Hydrox to charity of each winner’s choice that focuses on empowering young girls and women and Alpha Hydrox product prize given to winner
Community Site DetailsThe following elements will ensure our community is engaging over time:
• Gamificationo Points/Rewards system for activity on the site (sign on, posting a blog,
uploading a photo), potential rewards could be Alpha Hydrox or other health and wellness products, or featured user profile.
o Beautiful Moments Contest – voting by the community on favoriteso Before/after Photo Uploads - showing great skin resulting from great
products
• Treatments/Recommendations via Videos, Webinars, and Blogso The site will provide customized recommendations based on specific skin
care needso Ongoing webinars, videos and blog posts from guest experts on skin care
• Forumso Discussion of favorite products/treatments o Sharing and promotion of organizations that empower girls and women and
increase their confidence
• Skin Care FAQso This section will include content that dispels current myths about AHAs
Community Site Components
The following components are needed to make this Empowering Concept work: • Website for Private Virtual Community
• Registration Page• Personal Profile• Discussion Forums• FAQ Section• Blog Section• Before and After - Ability for users to upload and track multiple photos• Beautiful Moments Contest - Ability for users to upload photos and vote on them• Gamification Element - Measurement and stat tracking for rewards/points
structure• Site Moderators to police the site for improper use• Expert Bloggers / Influencers to host Webinars, write blogs, and guide
conversations
• Mobile App Integrations
GO SOCIAL Developing an
empowering community
GOING VIRAL
Long Tail Medium Tail
Short Tail
THE LONG TAIL• Press releases
• Sent to health and wellness and women’s interest titles• Sent to influential bloggers – Pammy Blogs Beauty,
Lianne Farbes, Rae of the RAEviewer
• Print Campaign• 1/3 page ads in women’s interest titles that focus on
overall well-being, health and beauty• Self and O Magazine
• Influencers - will be involved in teaser campaign, will serve as speakers for a monthly webinar, writers for a monthly blog post, and promoters of monthly “My Beautiful Moments” contest where community members submit stories via written posts and videos of when they felt their most beautiful• Bloggers – as listed above• Celebrities – Dr. Oz for launch webinar and live Twitter
Q&A
• Point of Sale • In-store promotions at Ulta Stores with photo booth,
demonstrations with Alpha Hydrox brand evangelists, and product giveaways
Long T
ail
THE MEDIUM TAIL
• Banner Ads• On Alpha Hydrox website• On Prevention.com, Realage.com,
Cosmopolitan.com
• Facebook Ads
• Facebook Promoted Posts
• Promoted Tweets
Mediu
m T
ail
THE SHORT TAIL
• Facebook – communications to existing fans, promotion of monthly webinars, promotion of monthly “My Beautiful Moments” contest
• Twitter – leveraging on existing Alpha Hydrox customer base, the followers of collaborating influencers, and promotion of monthly webinars and contest
• Influential bloggers – to act as ambassadors and contributors to community site by linking to their own exclusive content, writing a monthly blog post, serving as webinar speakers, promoting the “My Beautiful Moments” contest, and increasing awareness of women’s organizations and charities gaining exposure and traction through the community site
• E-mail Blasts – for launch and monthly webinars, contest and in-store events, and monthly newsletter
• Alpha Hydrox website – divert traffic to community site
SH
ORT T
AIL
TEST PLAN
Emails A small subset of the total
database will be used to test a variety of subject
lines/message content, aimed to measure the communication
that drives the highest retention rate
Banner Ads Leveraging on the Alpha
Hydrox existing website, tests to be carried out to measure
communications that drive the highest click through rates
Twitter using Alpha Hydrox current
handle to test message strategies and measure click
through rates
Facebook Ads & Poststargeted ads and posts will be
used to test a variety of calls to action to measure rates of click
through
Prior to launching in October message testing will be carried out in the following channels:
SUMMARY TIMELINE
JULY
•Press releases to health and wellness and women’s interest magazines•Contact with bloggers
AUGUST
•Print ad creation•Launch event/webinar, monthly newsletter, contest e-mail testing•Facebook, Twitter and banner ad testing
SEPTEMBER
•Print Campaign Live•Digital campaign live•Blogger Posting•Point of sale and in-store promotions campaign•E-mail campaign – registration and webinar invitation, call for “My Beautiful Moments” contest submissions
OCTOBE
R
•Launch site with Dr. Oz webinar and live Twitter Q&A•First winner selected by Dr. Oz of “My Beautiful Moments” contest; subsequent monthly winners will be voted on by the members of the community site
•Donation by Alpha Hydrox to charity of each winner’s choice that focuses on empowering young girls and women and Alpha Hydrox product prize given to winner
SUMMAY MEDIA PLAN
THE BUDGETPilot and Full Launch
Breakdown
Pilot BudgetPilot (3 months)
Talent/Staff $81,125
Technology $125,000
Maintenance $6,800
Media $176,000
Total $388,925
CHANNEL COSTPrint $170,000
Banner Ads $3,000
Social Media $3,000
Email Marketing (Included in cost of staff and database)
SUBTOTAL $176,000
1 Year Plan BudgetFull (1 year)
Talent/Staff $448,000
Technology $155,000
Maintenance $27,200
Media $735,000
Total $1,365,20
0 CHANNEL COSTPrint $340,000
In Store Promo $25,000
Webinar $250,000
Contest $60,000
Blogger Collab $5,000
Banners $30,000
Social $25,000
SUBTOTAL $735,000
ROMIJustifying the Plan & Budget
with forecasted results
The Funnel
Universe Assumptions
Low Mid High Low Mid High
Total Target Market 63,601,000 63,601,000 63,601,000
Total Social Market 4,643,530 4,643,530 4,643,530 73% 73% 73%
Landing Page 9,287 23,217 32,504 0.2% 0.5% 0.7%
Registration Acceptance 2,321 6,965 11,376 25% 30% 35%
Website/Mobile Use 928 3,482 6,825 40% 50% 60%
Product Inquiry 466 1,915 4,095 50% 55% 60%
The Funnel
Universe Assumptions Value
Low Mid High Low Mid High
First Purchase 1,984 8,865 20,413 60% 65% 70% $89,269 $398,919 $918,573
Best Customer 198 1,152 3,062 10% 13% 15% $198,375$1,152,43
2$3,061,91
2
Total Value$287,643$1,551,3
51$3,980,4
85
Break-Even AnalysisBudget (Full) $970,415.00 Budget (Pilot) $231,425.00 Avg Purchase $45.00 Avg Annual Purchase $1,000.00 Avg Purch + 10% of Annual $145.00
# of Subscribers% of Total
Market NotesB/E Point (Test)
5,143 0.011% Only make first purchase
B/E Point (Test)
1,596 0.004% First purchase + 10% become annual avg purchaser
B/E Point (Full)
21,565 0.048% Only make first purchase
B/E Point (Full)
6,693 0.015% First purchase + 10% become annual avg purchaser
SUMMARY
Summary
•Target the high value Accepting Age market.
•Build the Beautiful Moments community powered by Alpha Hydrox.
•Generate buzz around the community site leading up to launch and Alpha Hydrox.
•Carry out the launch of Beautiful Moments with a viral kickoff, including a webinar with Dr. Oz and “My Beautiful Moments” contest.
•Obtain information for a database from the registration information exchange.
•Keep the community engaged well beyond their registration to the Beautiful Moments site with voting in the monthly contest, donations made to charities empowering young girls and women, and product giveaways.
•Enjoy the Return on Marketing Investment.